This analysis reviews European gaming data from May 2025 to May 2026, based on an average of 6.2 million active players per month. The report covers four key markets: Spain, Greece, Italy, and the UK.
It tracks five key indicators: monthly deposit amount, sports betting amount, casino betting amount, player activity days, and customer retention rate.
Key findings and insights
UK growth in May: Deposits, casino bets, sports betting, and active days showed improvement compared to April, even with the retention rate going below the 12-month average of 77%. This suggests that attracting new or less loyal players may have driven growth in the UK.
Deposits converging: In May 2026, Spain, UK, and Italy clustered tightly between $283 and $312. The convergence reflects different behaviours and calls out for different strategies: Italy remains stable, Spain is slightly above its 12-month average, and the UK is catching up after a stronger May rebound.
New strategies for Greece: the country remains the strongest market, leading in all metrics except for casinos, where it ranks second, close to Spain. However, the recent slowdown and downward trajectory in some metrics suggest that this important market may need renewed strategies to maintain momentum and avoid decline.
Average monthly total deposit amount
Over the last 12 months, Greece remained clearly ahead in deposit value, with a 12-month trailing average of $552. Italy and Spain stayed in a middle cluster, with Italy slightly ahead on average, while the UK had the lowest 12-month average at $252.
In May 2026, Greece declined from April, while Italy softened slightly and Spain rose modestly. The UK recovered from a low April position to $283 in May, moving above its own 12-month average and converging with Spain and Italy.
Countries overall averages:
Greece: May 2026: $549 12-Month Trailing Average: $552
Italy: May 2026: $312 12-Month Trailing Average: $310
Spain: May 2026: $298 12-Month Trailing Average: $286
UK: May 2026: $283 12-Month Trailing Average: $252
Definition of average deposit amount: The average deposit amount is calculated by taking the total sum of all deposits and dividing it by the number of Sports and Casino bettors (players) who have made at least one deposit.
Average total monthly casino betting amount
Spain is the clear leader in casino betting, demonstrating an upward trajectory over the last 12 months, staying above its own average.
Greece follows Spain closely, but showing more fluctuations and low points. Italy has a similar behaviour, but within a much lower level of bets than Greece, remaining below $2,000 per month.
The UK has the lowest average but shows a positive recent trajectory. From April to May, Spain increased and reached a new high, reinforcing its casino-led profile.
The UK also improved, rising to $1,405, above its 12-month average of $1,174. Greece and Italy declined month over month.
Countries overall averages:
Greece: May 2026: $2,809 12-Month Trailing Average: $2,822
Italy: May 2026: $1,599 12-Month Trailing Average: $1,828
Spain: May 2026: $3,437 12-Month Trailing Average: $3,025
UK: May 2026: $1,405 12-Month Trailing Average: $1,174
Definition of total monthly casino bet amount: The average casino bet amount is the total sum of all casino bets and divided by the number of bettors who have placed at least one casino bet.
Average total monthly sports betting amount
Greece leads sports betting over the period, with a 12-month trailing average of $843, followed by Spain at $712. Italy remains in a middle position, while the UK has the lowest sports betting average at $369.
In May 2026, all countries showed a decline when compared to April. The UK was the exception, rising to $360 after a dip in April.
Countries overall averages:
Greece: May 2026: $753 12-Month Trailing Average: $843
Italy: May 2026: $444 12-Month Trailing Average: $485
Spain: May 2026: $677 12-Month Trailing Average: $712
UK: May 2026: $360 12-Month Trailing Average: $369
Definition of total monthly sport bet amount: The average sport betting amount is the total sum of all sports bets divided by the number of bettors who have placed at least one sports bet.
Average number of activity days per active player
Greece had the highest engagement throughout the period, with players active for an average of 11.7 days across the trailing period. Spain followed as the second-most active market, while the UK and Italy remained lower and closer to each other.
Overall, the data show relatively stable engagement patterns, with no country experiencing a dramatic long-term change in activity frequency. Compared with April, May saw a slight activity decline in most markets.
Greece, Spain, and Italy all declined slightly, while the UK recovered from April’s low point and rose to 8.4 days, almost converging with Spain.
Countries overall averages:
Greece: May 2026: 11.2 days 12-Month Trailing Average: 11.7 days
Italy: May 2026: 7.5 days 12-Month Trailing Average: 7.8 days
Spain: May 2026: 8.8 days 12-Month Trailing Average: 9.1 days
UK: May 2026: 8.4 days 12-Month Trailing Average: 8.6 days
Definition of average activity days: The average number of activity days is the total number of activity days divided by the number of bettors who have at least one activity day.
Average active customer retention rate
Greece has the strongest retention profile, with a 12-month average of 83%. Italy also performs well, with a trailing average of 80%, followed closer by Spain and UK with a 12-month average of 77% each. May saw a slight retention decline in most markets, except for Italy that saw a slight growth.
Countries overall averages:
Greece: May 2026: 84% 12-Month Trailing Average: 83%
Italy: May 2026: 81% 12-Month Trailing Average: 80%
Spain: May 2026: 71% 12-Month Trailing Average: 77%
UK: May 2026: 66% 12-Month Trailing Average: 77%
Definition of active retention rate: The percentage of bettors who were active in the preceding month and remained active in the current month.
The post Optimove: Greece remained the strongest European performer in May first appeared on EGR Intel.
The latest monthly analysis of the European market by Optimove shows Greece leading on nearly every metric – but with a downward trajectory on recent months
The post Optimove: Greece remained the strongest European performer in May first appeared on EGR Intel.